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1、,C A I I B,General Bank ManagementMarketing Management for BankersMODULE D,2,What is Marketing?,Selling?Advertising?Promotions?Making products available in stores?Maintaining inventories?All of the above,plus much more!,3,Marketing=?,Marketing is the process of planning and executing the conception,
2、pricing,promotion,and distribution of ideas,goods,services to create exchanges that satisfy individual and organizational goals American Marketing Association,4,Marketing=?,Marketing management is the art and science of choosing target markets and getting,keeping,and growing customers through creati
3、ng,delivering,and communicating superior customer value.,1正确的步骤；2认识新员工的优点，针对其特长安 排工作；3协助新员工养成随时汇报工作、与 上级联络、与同事商量的习惯；4不仅注重结果，还要注意工作过程、方式方法，先求质量后求数量；5使员工了解工作的严格性，不走样 地执行上级意图；6培养员工的时间观念，尽量不给别 人增添麻烦。,如何进行实际操作训练,学会思考，少闹情绪,情绪是一种能够在数小时、数日、甚至数周内控制和影响人的心境和感受的心理状态。赶紧在心里默数数字，或者做深呼吸，这些方法能有效地使你平静下来。要控制你的情感，这是你社交
4、成功的必要心理基础。,工作一段时间的跟踪训练,这种跟踪训练可分为两种：1、将员工进公司时因某种条件不具 备而没有施行的教育训练重新施 行，以帮助员工弥补欠缺的知识 和能力；2、从员工工作中反馈的情况、出现 的问题人手，对过去的训练计划 再作修正，调整训练内容。,去谈论他感兴趣的吧,谈论别人感兴趣的话题。惟一能影响别人的方法，是谈论他所要的，教他怎样去得到。与人谈话时最佳反馈方式不是评论，而是作描述性的回答，或是以简短的语言复述对方的谈话。,把朋友的秘密锁在心里，钥匙扔向大海,朋友间必须是患难共济，那才说得上真正的友谊。信用不是一朝一夕所能建立起来的，是平日累积而成，由事实表现出来。为朋友保守秘
5、密，尊重个人隐私，就是尊重他人。,10,Simple Marketing System,Goods/services,Money,Information,11,Marketing=?,Marketing is the sum of all activities that take you to a sales outlet.After that sales takes over.Marketing is all about creating a pull,sales is all about push.Marketing is all about managing the four Ps pr
6、oductprice placepromotion,12,The 4 Ps&4Cs,MarketingMix,CustomerSolution,CustomerCost,Communication,Convenience,13,Difference Between-Sales&Marketing?,Salestrying to get the customer to want what the company producesMarketing trying to get the company produce what the customer wants,14,Scope What do
7、we market,Goods Services Events ExperiencesPersonalitiesPlaceOrganizationsPropertiesInformationIdeas and concepts,15,Core Concepts of Marketing,Based on:Needs,Wants,Desires/demandProducts,Utility,Value&SatisfactionExchange,Transactions&RelationshipsMarkets,Marketing&Marketers.,16,Core Concepts of Ma
8、rketing,17,Core Concepts of Marketing,Need food(is a must)Want Pizza,Burger,French frys(translation of a need as per our experience)Demand Burger(translation of a want as per our willingness and ability to buy)Desire Have a Burger in a five star hotel,18,In order to understand Marketing let us begin
9、 with the Marketing Triangle,19,Who is a Customer?,Anyone who is in the market looking at a product/service for attention,acquisition,use or consumption that satisfies a want or a need,CUSTOMER IS.,20,Customer,CUSTOMER has needs,wants,demands and desiresUnderstanding these needs is starting point of
10、 the entire marketing These needs,wants arise within a framework or an ecosystemUnderstanding both the needs and the ecosystem is the starting point of a long term relationship,21,How Do Consumers Choose Among Products&Services?,Value-the value or benefits the customers gain from using the product v
11、ersus the cost of obtaining the product.Satisfaction-Based on a comparison of performance and expectations.Performance Expectations=SatisfactionPerformance Dissatisfaction,22,Customers-Problem Solution,As a priority,we must bring to our customers“WHAT THEY NEED”We must be in a position to UNDERSTAND
12、 their problems Or in a new situation to give them a chance to AVOID the problems,23,Customer looks for Value,Value=Benefit/CostBenefit=Functional Benefit+Emotional BenefitCost=Monetary Cost+Time Cost+Energy Cost+Psychic Cost,24,Analysis Of Competition,Who are your competitors?What are their strengt
13、hs and weaknesses?What have been their strategies?How are they likely to respond to your Marketing plan?,25,Strategic Marketing,Strategic marketing management is concerned with how we will create value for the customerAsks two main questionsWhat is the organizations main activity at a particular tim
14、e?Customer ValueWhat are its primary goals and how will these be achieved?how will this value be delivered,26,Strategic Planning,Strategic Planning is the managerial process of creating and maintaining a fit between the organizations objectives and resources and the evolving market opportunities.Als
15、o called Strategic Management ProcessAll organizations have thisCan be Formal or Informal,27,The Strategic-Planning,Implementation,and Control Process,28,Business Strategic-Planning Process,External environment(Opportunity&Threat analysis),Internal Environment(Strength/Weakness analysis),Goal Formul
16、ation,Business Mission,29,Strategy Formulation,Environmental Analysis,Internal Analysis,CompetitorCustomerSupplierRegulatorySocial/Political,Technology Know-HowManufacturing Know-HowMarketing Know-HowDistribution Know-How,Logistics,Strength&Weaknesses,Identity Core Competencies,Opportunities&Threats
17、,Identify opportunity,Fit internal Competencies with external opportunities,Firm Strategies,30,The Marketing Plan,A written document that acts as a guidebook of marketing activities for the marketing manager,31,CONTENTS of MARKETING PLAN,Business Mission StatementObjectivesSituation Analysis(SWOT)Ma
18、rketing StrategyTarget Market StrategyMarketing MixPositioningProductPromotionPricePlace DistributionPeopleProcessImplementation,Evaluation and Control,32,The Marketing Process,Target Market Strategy,Marketing Strategy,Product,Promotion,Place/Distribution,Price,Marketing Mix,Marketing Environment,34
19、,Why a product like radio declined and now once again emerging as an entertainment medium?,35,What Were the Drivers of This Change?,Technology?Government policy?Other media substitutes?,36,Why Market Leaders Suffered?,HMT vs.TitanHLL vs.NirmaBajaj vs.HondaD boom,then bust and now resurgenceMarket le
20、adership today cannot be taken for granted.New and more efficient companies are able to upstage leaders in a much shorter period.,37,Factors Influencing Companys Marketing Strategy,38,External Marketing Environment,Physical/Natural,39,The macro-environment,is the assessment of the external forces th
21、at act upon the firm and its customers,that create threats&opportunities,40,P r o d u c t,41,Anything that is offered to the market for attention,acquisition,use or consumption that satisfies a want or a need,Product is.,42,Types of Products,43,Product Items,Lines,and Mixes,44,Product Mix,Width how
22、many product lines a company hasLength how many products are there in a product lineDepth how many variants of each product exist within a product lineConsistency how closely related the product lines are in end use,45,Gillettes Product Lines&Mix,46,What is a Service?Defining the Essence,An act or p
23、erformance offered by one party to another(performances are intangible,but may involve use of physical products)An economic activity that does not result in ownership A process that creates benefits by facilitating a desired change in customers themselves,or their physical possessions,or intangible
24、assets,47,Some Industries-Service Sector,Banking,stock brokingLodgingRestaurants,bars,cateringInsuranceNews and entertainmentTransportation(freight and passenger),Health careEducationWholesaling and retailingLaundries,dry-cleaningRepair and maintenanceProfessional(e.g.,law,architecture,consulting),4
25、8,Classification of Services,Pure Tangible Product,Materials/Components,Computers,Major Product withMinor Services,Product=Service,Major Service withMinor Product,Business Hotels,Good Transportation,Banking,Pure Intangible Service,49,Intangibility Services are intangibility cannot be seen,tasted,fel
26、t,heard or smelled before purchase.Inseparability-Services are produced and consumed simultaneously.Variability or Heterogeneity Services are highly variablePerishability Services cannot be stored.Non Ownership-Services are rendered but there is no transfer of title,Major Characteristic of Services,
27、50,The Marketing Mix,The conventional view of the marketing mix consisted of four components(4 Ps):Product,Price,Place/distribution and Promotion.Generally acknowledged that this is too narrow today;now includes,Processes,Productivity technology People employees,Physical evidenceMarketers today are
28、focused on virtually all aspects of the firms operations that have the potential to affect the relationship with customers.,51,The“8Ps”of Integrated Service Management vs.the Traditional“4Ps”,Product elementsPlace,cyberspace,and timeProcessProductivity and qualityPeoplePromotion and educationPhysica
29、l evidencePrice and other user outlays,52,The Give and Get of Marketing,53,Great Words on Marketing,“The purpose of a company is to create a customerThe only profit center is the customer.”“A business has twoand only twobasic functions:marketing and innovation.Marketing and innovation produce result
30、s:all the rest are costs.”“The aim of marketing is to make selling unnecessary.”“While great devices are invented in the Laboratory,great products are invented in the Marketing department.”“Marketing is too important to be left to the marketing department.”,54,Drivers of Customer Satisfaction,Many a
31、spects of the firms value proposition contribute to customer satisfaction:The core product or service offered Support services and systems The technical performance of the firm Interaction with the firm and it employees The emotional connection with customersAbility to add value and to differentiate
32、 as a firm focuses more on the top levels,55,Marketers and Markets,Marketers are focused on stimulating exchanges with customers who make up markets B2C or B2B.The market is comprised of people who play a series of roles:decision makers,consumers,purchasers,and influencers.It is absolutely essential
33、 that marketers have a detailed understanding of consumers,their needs and wants.Much happens before and after the sale to affect customer satisfaction,56,Stages of Customer Interaction,57,What Changed in Marketing,Organize by product unitsFocus on profitable transactionsLook primarily at financial
34、scorecardFocus on shareholdersMarketing does the marketingBuild brands through advertisingFocus on customer acquisitionNo customer satisfaction measurementOver-promise,under-deliver,Organize by customer segmentsFocus on customer lifetime valueLook also at marketing scorecardFocus on stakeholdersEver
35、yone does the marketingBuild brands through performanceFocus on customer retentionMeasure customer satisfaction and retention rateUnder-promise,over-deliver,Old Economy,New Economy,58,Are Banks truly marketing-savvy and customer-centric?,59,Myth 1 The larger the range of products,the more customer-c
36、entric I am.,Mythbuster The range of products has emerged from beingcompetition-centric.,60,Myth 2 Better technology(read CRM)leads tobetter customer service.,Mythbuster Technologyalone does not deliver,helps people do.,61,Myth 3 Launch a product and the customer will startusing instantly.-Give a cu
37、stomer a card and he will learn how to play with it immediately,Mythbuster Customers needTo be educated too,62,Mythbuster Customers are not only present where competition is.,Myth 4 The only way to get a customer is fromcompetition.,63,Myth 5 Just advertise and-You will sell.,Mythbuster Advertising
38、will only sell,Not retain customers.,64,Myth 6 No difference between marketing&selling,Mythbuster“Selling focuses on the needs of the seller;marketing on the needs of the buyer.,65,Myth 7 In the absence of relationships trust builds financial brands,Mythbuster Trust is not a differentiator at allit is the very minimum that the customer expects!,66,So what will the differentiators be:,Technology?Brand?,67,The real differentiator of customer centricity in a commoditised world of financial products-Customer Service!,68,Thank Y,
